Estee Lauder USA hopes one winner will beget another. Lauder has taken the triple fruit-acid technology of its Fruition face lotion -- the 1993 skin care record setter -- and combined the anti-aging alpha-hydroxy ingredients with anti-oxidants and...
NEW YORK -- Estee Lauder USA hopes one winner will beget another.
Lauder has taken the triple fruit-acid technology of its Fruition face lotion -- the 1993 skin care record setter -- and combined the anti-aging alpha-hydroxy ingredients with anti-oxidants and other elements.
The result is a new, completely different specialty treatment product called Revelation Retexturing Complex for the Hands and Chest.
The product, which will be launched Nov. 1, represents new territory for Lauder, since the company has no similar products designed to smooth and even out coloration of rough, discolored skin on the upper chest above the bust and on the hands. It also will be entering a category of the skin care market that is still in the making.
Dianne Osborne, vice president of treatment marketing, said Lauder conceived this product for the hands and upper chest because "both areas are equally neglected and equally damaged."
"They both have similar exposure to radiation and abuse," she said, referring to free radical oxidation triggered by sunlight and pollution.
"People do incredible things for their face, but don't do anything for their hands and chest area."
"This is the first repair product we've launched for use beyond the face," said Robin Burns, president and chief executive officer of the division. "We think this will be an important business. We don't have other products like it and it will not cannibalize sales."
While Burns sees it as all plus business, she also expects Revelation to generate some serious numbers, especially with its hefty price point of $65 for a 1.75-oz. jar.
Although Lauder executives declined to discuss projections or budgets, industry sources say the company is aiming for a first-year volume equaling 5 to 10 percent of the division's U.S. treatment business, which has been estimated at more than $250 million wholesale.
That would translate into a first-year wholesale volume for Revelation of $12 million to $25 million.
Osborne said the product will be aimed at women as young as 30, the age when skin damage often begins. It also will be merchandised as an initial preventative step, Osborne added.
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